The Impact of Logistics Service Quality on Cross-Border Customer Experience

The development of cross-border e-commerce is very rapid and changes the way consumers around the world perceive and evaluate online businesses. Within this context, the Rapid Growth of Cross Border Customer Experience Competitiveness hinges on Logistics Service Quality. This study employs the Quality-Attitude-Intention (QAI) Chain and the Stimulus-Organism-Response (SOR) Framework to analyze the interplay of direct and indirect impact of Logistics Service Quality on cross-border e-commerce. It investigates the balancing act of perceived risks, customer perceived value. Logistics Service Quality comprises the price justice, delivery service quality, delivery information, delivery time frame, and the eco-friendliness of the service. Data for this study were collected from 258 Vietnamese customers of popular international e-commerce platforms, namely, AliExpress, Shopee Global, Lazada, and Shein. The study, which used partial least square structural equation modeling (PLS-SEM), discovered that logistics service quality has a direct and beneficial mediation effect on cross-border e-commerce. For example, higher logistics service quality positively impacts customers’ perceived value and reduces perceived risk, which, in turn, increases satisfaction and trust in cross-border transactions. Research expands insights into logistics service quality and cross-border e-commerce, indicating that improvements in service sustainability, transparency, and dependability may help logistics firms and e-commerce platforms enhance customer loyalty.